We should be unapologetic in the belief that objective data tells us more than subjective thumb-sucking. Precise judgements, however restrictive, are more informative than sweeping judgements. There is too much nonsense and too many unchallenged myths around about arts audiences and their behaviour.

Mark Hazell, Marketing & Publicity Director, Norwich Theatre Royal

Data & Resources

Monitoring Audience Diversity

Added 25th June 2008

Monitoring the profile of your audiences is not just about numbers, its about becoming a more inclusive organisation. It can help you find out whether or not you are serving all sections of society equally, and what measures you can take to address inequalities.

Collecting regular information about your audience is not an end point in itself, but a process, showing your organisation how the outside world sees it. For this reason, it’s pointless to collect information about who your audience is without also asking them what they think about your organisation. This is the real purpose of monitoring.

Download the full report below.

Download ADUKMonitoringAudienceDiversity.pdf (269.49 Kb)

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